1. Optimise your Videos

So upload your free video content on YouTube and then embed the video on your website.

This would be any up-to-date, professional videos of your Tourism Business or Destination.

There are several ways to optimise these videos to take advantage of both YouTube and Google’s search engine results. These are:

Optimise your video filename for relevant search phrases before you upload it to YouTube

Make your video public

Ensure your video title includes relevant search phrases

Write detailed, search phrase rich video descriptions. If you are putting a link in the description make sure you use the https:// prefix before the www so it is a live link. Use the first 22 words strategically, as these are seen in the query page.

Add relevant keyword tags to your video (but don’t stuff too many in)

Choose the right category for your video

Optimise the thumbnail so they engage people’s eye when they look at the video. If you don’t like the three that YouTube has suggested, create your own in Canva.

To complete all these updates, log into your YouTube Channel, and then head into “Creator Studio“.

Then on the left menu, choose the “Video Manager > Videos” which is where your uploaded videos are stored. Work through each of your videos and check all the items above are updated.

2. Create Playlists

This helps encourage people to explore your channel and learn more about your tourism experience and wider destination.

For Tourism Businesses

If you don’t have a lot of videos on your channel, curate in great videos from your regional or state tourism organisation or from complementary tourism businesses YouTube Channels.

Create Playlists of the different experiences in your region that are of interest to your Ideal Customer.

For Tourism Destinations

Create Playlists of key experiences in your destination, and then curate in great videos from Tourism Operators and local regional tourism organisations.

3. Optimise your Home Page

Finally, you then need to optimise your YouTube channel Home Page.

This is so when people land on your YouTube channel, they see it is on brand, is updated, and it encourages them to learn more about your tourism experience.

What you need to optimise and update includes:

Check your Channel Icon: Make sure this is not chopped off and is the same as your profile image on other social channels such as Facebook and Instagram. This is linked from your Google channel, so update it from there if needed.

Update your “About” section. Describe in easy-to-understand language who you are and what your experience is. Make sure you include relevant search phrases your Ideal Customers may be searching for, such as your location and experiences you offer.

Update your “Links” and add a link to your website and other social media accounts, so desktop visitors can click through to your website and other social accounts. This done at the same time as updating your About section.

Add Sections. Once your’ve organised your own videos and also user generated videos into playlists, it’s then a great ideal to add these to your Home Page, so people can see them when they scroll down.

Choose a Feature Video.This is the video people see as soon as they arrive to your YouTube Home Page. Choose a video that gives a good overview of your tourism experiences.

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